Where Community Meets the Back Bar

An Interview with Destiny Santos, On-Premise Channel Manager

Walk into the right bar in Atlanta or Athens and you won’t just see Deep Eddy Vodka on the back bar, you’ll feel an atmosphere that is created by the energy in the room. In the energy of the staff, the way the cocktail menu tells a story, and in the regulars who order their favorite pour by name.

At the heart of that presence is Destiny Santos, now the On-Premise Channel Manager at Heaven Hill Brands- Deep Eddy’s parent company. Destiny is a true builder of brand and community. Over nearly two years with Deep Eddy Vodka, Destiny has helped transform the brand from a featured spirit into a familiar, trusted staple across some of Georgia’s most dynamic on-premise markets.

“Being able to walk into accounts and see Deep Eddy not just listed on a menu, but truly embraced by staff and guests, that’s been incredibly rewarding,” she says.

“Watching accounts grow alongside the brand, and knowing I played a role in that, stands out as one of my proudest accomplishments.” - Destiny Santos

For Destiny, success in the trade has never been about transactions; it’s about building relationships and trust with her buyers. “Hospitality is built on people,” she explains. “I’ve always believed brands should show up the same way people do, authentically and consistently.”

One notable example of a community-first approach is Atlanta Pride, which has become central to Destiny's market strategy. In the past two years, Destiny has collaborated with 10 on-premise partners to create tailored Pride activations, strengthening the brand's connection to the Atlanta community. From tailored cocktail menus to themed events & hands-on brand education, each account’s program is tailored to their business.

“It was never about pushing a template,” she says. “It was about making sure each activation felt authentic to their space and their community.” Those moments didn’t just drive visibility, they built long-term relationships that extended far beyond a single event, turning seasonal activations into year-round brand loyalty. “Knowing the staff by name, understanding each account’s goals; that’s what makes the difference. That’s how a brand becomes part of the bar’s story, not just part of the shelf.”

Now stepping into her expanded role, Destiny is excited to grow Deep Eddy Vodka’s impact on a broader scale while staying rooted in the same community-driven values that shaped her journey.

“Deep Eddy has so much momentum, and we’re not slowing down,” she says. “I’m excited to keep building meaningful relationships, creating impactful programs, and helping the brand continue to stand out as one that truly supports the people behind the bar.”

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